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Marketing Smoothie Saudi

Juice Zone in Saudi Arabia
Company Overview
The Juice Zone combines the traditional juice product with the needs of the health conscious consumer geared towards an active lifestyle. The Juice Zone is a format that intends to offer a quality product that is also quick and convenient and has as its mission to be, “the largest and most recognized fresh and healthy alternative to other quick service brands” (Juice, 2006). The company’s world headquarters are located in Vancouver, Canada and its product lines consist of smoothies, juices, sandwich wraps, and nutritional supplements. The Juice Zone is on a growth trajectory with 30% growth rates achieved over the last several years (Juice, 2006). The company is actively seeking new and emerging markets.
Market Overview
Saudi Arabia is part of the leading economic region in the Middle East which is the GCC and as a region it is a vibrant, dynamic, first-world trading bloc and has been achieving a certain degree of political and social improvement:
The area boasts "First-World" physical and business infrastructures, whilst social indicators are comparable with the Organisation for Economic Cooperation and Development (OECD) countries. Life expectancy (74 years) and literacy rates (80%) are well above the average for developing regions. (Siddiqi “Economic”)
Saudi Arabia and its citizens, as a member of the GCC, enjoys generous welfare benefits, free education and healthcare, receive subsidies for necessities, and have state-sponsored pension programs most countries in the West cannot come close to matching (Siddiqi “Economic”).
STEP Analysis
Social
Saudi Arabia is 97% Islamic. Islamic cultures can be problematic at best and impossible at worst from a business case perspective. Many of the basic human rights concepts and equal rights in gender equality present in most Western countries simply do not exist and are not recognized in Islamic countries (Moaddel par.12). Understanding such cultural traits is...